This dissertation examines the persuasion processes and effects of affect-based mental imagery processing in the context of a negative health persuasion message. It aims at determining the qualifying conditions in which mental imagery affects persuasion in a negative message context. Through two controlled experiments, a
particular emphasis is given to the influences of consumer prevention motivation, experienced negative affect, and the quality of message substance on message persuasion.
University of Minnesota Ph.D. dissertation. March 2009. Major: Mass Communication. Advisor: Ronald J. Faber. 1 computer file (PDF); viii, 142 pages, appendices 1-5.
Myers, Jun Rong.
The persuasion effects and mechanisms of vivid imagery inducing strategies in negative health messages: exploring the roles of motivation, affect, and message substance..
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